Mattel, Babytree Launch Child-Focused Learning Centers in China

Mattel LogoMattel Inc. and Babytree launched the second phase of the companies’ strategic partnership, focused on co-developing a network of physical learning centers across China.

An extension of Mattel and Babytree’s online parenting platform announced earlier this year, the learning centers will drive interconnectivity and continuity between the online and physical learning experiences for children ages 0 to 5. Combining physical and online offerings, parents will be able to monitor and access their child’s progress, register for classes, see videos of their child throughout the day, and take home any activities learned in the center for continued learning. 

The service offering will include play areas for families, retail, and educational classes. There will also be daycare centers featuring educational services and small retail areas in or near office buildings.

With a goal of rapid expansion and a large-scale network across China, the program is being rolled-out initially in six locations. Mattel and Fisher-Price will work on the development of education framework, course curriculum, syllabi, and classroom materials, while the joint venture will leverage Babytree’s data capabilities to identify strategic locations for the centers, as well as tap into Babytree’s influence on millions of Chinese families and industry-leading scale to engage with Chinese moms.

With nearly 200 million unique monthly visitors, Babytree is China’s largest parenting portal. Established 10 years ago, Babytree now reaches more than 90 percent of Chinese parents who have access to the internet.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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